Systems and methods for rule based inclusion of pixel retargeting in campaign management

Abstract

The present solution provides a configurable, dynamic and flexible mechanism to define and use pixel rules to identity and select campaigns for the user based on the user's pixel history as well as other behavior data. The pixel rules can be configured to identify one or more mandatory pixels that have to be present or tracked for the user in order to include or exclude a campaign in a campaign selection process. The pixel rules can be configured to identify weighted pixels that have to be present or tracked for the user in order to include or exclude a campaign in a campaign selection process. The pixel rules may identify any combination of mandatory and weighted pixel rules. These pixel rules may be configured via a user interface of a development tool and during run-time campaign management applied to the user pixel history to select and deliver campaigns.

What is claimed: 
     
         1 . A system for applying one or more pixel rules and a context to selecting a campaign from a plurality of campaigns for a user, the system comprising:
 a server receiving from a device of a user content of a web page being loaded on the device, the server identifying pixel information comprising pixels tracked for the user;   a contextualization engine executing on the server determining a context from the content of the web page;   a plurality of pixel rules comprising rules on restriction of pixels to filter campaigns during campaign selection for the user; and   a campaign selection engine executing on the server selecting a campaign for the user from a plurality of campaigns based on the context and applying the pixel rules to the pixel information of the user.   
     
     
         2 . The system of  claim 1 , wherein the device comprises one of a laptop, a tablet, a desktop or a smartphone 
     
     
         3 . The system of  claim 1 , wherein the server tracks via the pixel information pixels based on a category of the pixels. 
     
     
         4 . The system of  claim 3 , wherein the category comprising one of a conversion, an impression or a click. 
     
     
         5 . The system of  claim 1 , wherein the contextualization engine determines the context of a keyword on the web page relevant to other content of the web page. 
     
     
         6 . The system of  claim 1 , wherein the server identifies via the pixel information pixels of the user tracked for the user across different devices of the user, the different devices comprising one of a laptop, a tablet, a desktop or a smartphone. 
     
     
         7 . The system of  claim 1 , wherein the campaign selection engine compares one or more pixels of the pixel information of the user to one or more pixels specified by the plurality of pixel rules for each campaign of the plurality of campaigns. 
     
     
         8 . The system of  claim 1 , wherein each of the plurality of pixel rules corresponds to at least one campaign of the plurality of campaigns. 
     
     
         9 . The system of  claim 1 , wherein the campaign selected by the campaign selection engine delivers an advertisement to contextually target the user based on the context of the web page. 
     
     
         10 . The system of  claim 1 , wherein the campaign selected by the campaign selection engine delivers an advertisement to provide behavioral targeting of the user based on the pixel information of the user. 
     
     
         11 . A method for applying one or more pixel rules and a context to selecting a campaign from a plurality of campaigns for a user, the system comprising:
 receiving, by a server, from a device of a user content of a web page being loaded on the device,   identifying, by the server, pixel information comprising pixels tracked for the user;   determining, by a contextualization engine, a context from the content of the web page;   identifying, by a campaign selection engine, a plurality of pixel rules comprising rules on restriction of pixels to filter campaigns during campaign selection for the user; and   selecting, by the campaign selection engine, a campaign for the user from a plurality of campaigns based on the context and applying the pixel rules to the pixel information of the user.   
     
     
         12 . The method of  claim 11 , wherein the device comprises one of a laptop, a tablet, a desktop or a smartphone 
     
     
         13 . The method of  claim 11 , further comprising tracking, by the server, via the pixel information pixels based on a category of the pixels. 
     
     
         14 . The method of  claim 13 , wherein the category comprising one of a conversion, an impression or a click. 
     
     
         15 . The method of  claim 11 , wherein the contextualization engine determines the context of a keyword on the web page relevant to other content of the web page. 
     
     
         16 . The method of  claim 11 , further comprising identifying, by the server, via the pixel information pixels of the user tracked for the user across different devices of the user, the different devices comprising one of a laptop, a tablet, a desktop or a smartphone. 
     
     
         17 . The method of  claim 11 , further comprising comparing, by the campaign selection engine, one or more pixels of the pixel information of the user to one or more pixels specified by the plurality of pixel rules for each campaign of the plurality of campaigns. 
     
     
         18 . The method of  claim 11 , wherein each of the plurality of pixel rules corresponds to at least one campaign of the plurality of campaigns. 
     
     
         19 . The method of  claim 11 , wherein the campaign selected by the campaign selection engine delivers an advertisement to contextually target the user based on the context of the web page. 
     
     
         20 . The method of  claim 11 , wherein the campaign selected by the campaign selection engine delivers an advertisement to provide behavioral targeting of the user based on the pixel information of the user.